Publisher description for Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold.


Bibliographic record and links to related information available from the Library of Congress catalog


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Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal is to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.


Library of Congress subject headings for this publication:
Advertising.